Mailchimp Employee Onboarding Redesign

Project Overview

As Content Designer at Intuit Mailchimp, I led a complete overhaul of the employee onboarding experience, transforming fragmented manual processes into a streamlined, automated system that significantly improved engagement and efficiency.

The Problem

Before the redesign, Mailchimp's onboarding system faced several critical challenges:

• Fragmented Content: Information scattered across multiple systems and formats
• Inconsistent Branding: Lack of cohesive voice and visual identity
• Manual Processes: Team members manually sending thousands of emails
• No Analytics: Unable to track what content resonated with new hires
• Limited Scalability: System couldn't efficiently support growing hiring needs

Research & Discovery

Content Audit

Conducted a comprehensive review of all existing onboarding materials to identify:

• Redundant or outdated information
• Gaps in the new hire journey
• Opportunities for consolidation and automation

Journey Mapping

Used Figma to create a visual representation of the ideal new hire experience, identifying:

• Key touchpoints and milestones
• Information needs at each stage
• Opportunities for engagement

Solution & Implementation

Platform Migration

Migrated all onboarding communications into the Mailchimp platform, enabling:

• Consistent branding and voice
• Automated email sequences
• A/B testing capabilities
• Comprehensive analytics

Content Strategy

Developed a content approach focused on:

• Clarity: Simple, jargon-free language
• Personalization: Tailored content based on role and team
• Visual Appeal: Engaging design that reflects Mailchimp's brand
• Progressive Disclosure: Right information at the right time

Automation Framework

Created automated workflows that:

• Trigger based on hire date and milestones
• Adapt to different roles and departments
• Allow for easy updates and maintenance
• Reduce manual team workload

Results & Impact

Exceptional Engagement Metrics

• 80% open rate: Far exceeding industry average (~20-25%)
• 60% click rate: Demonstrating high content relevance
• 2,000+ new hires impacted annually

Operational Improvements

• 20% reduction in communication complexity
• Significant decrease in manual workload
• Improved content organization
• Better cross-team collaboration

Strategic Benefits

• Comprehensive analytics enabling data-driven improvements
• Scalable system that grows with company
• Enhanced new hire satisfaction and engagement
• Reduced time-to-productivity

Lessons Learned

Power of Automation

Automation doesn't mean impersonal—when done right, it enables more consistent and timely personalization at scale.

Data-Driven Iteration

Having analytics built into the system from day one allowed for continuous optimization based on real user behavior.

Cross-functional Collaboration

Success required close partnership with HR, IT, and leadership to ensure the system met everyone's needs.

Skills & Competencies

• Content Strategy & Design
• User Experience (UX) Writing
• Information Architecture
• Email Marketing & Automation
• Data Analytics & Optimization
• Visual Design Collaboration
• Process Improvement
• Stakeholder Management